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LACOSTE L!VE
Basic information
Overview
LACOSTE L!VE is a contemporary line launched in 2010 when LACOSTE, a French sportswear brand, developed its RED! line as a segment aimed at younger customers. The line focuses primarily on menswear while also offering womenswear, with apparel and shoes at its core. Dedicated advertising campaigns and concept stores for the line were also planned.
Parent brands
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Lacoste 1933
The 2009 line for younger consumers, “LACOSTE RED!”, was reorganized in 2010 into the more clearly defined range “LACOSTE L!VE,” with the number of styles expanded toward 2011. Aimed primarily at 18–25-year-olds, it was rolled out with dedicated campaigns and dedicated stores (concept stores). In contrast to the main line’s classic/sports heritage, it was positioned as a sub-line offering a more fashion- and lifestyle-oriented proposition.
A derivative L!VE line for younger consumers